| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 98 === In recent years, B&B industry in Taiwan is vigorous development and competes intensely. Therefore, service quality and living experience will be the most important factors when the tourist choose the place to stay. Customer perceived value is an indicator which was often used for the service quality recently, it can understand customers’ “received” and “given”. When customers realize the benefit is bigger than the coats, they will be more satisified, and the trusting relationship with B&B service provider will be established. Further promotion of public praise and backflow will be followed, and achieve the great customer loyalty.
The main purpose of this study is to discuss the relation between Customer perceived value, Relational quality and Customer loyalty by tourist who have lived in B&B. This study focuses on the B&B tourist in Taian area, Miaoli. Questionnaire was used to investigate and the regression analysis method was used to discuss between the B&B customer perceived value, relational quality and the customer loyalty relations. The result discovers that the B&B Customer perceived value is affecting Customer loyalty, and is being bigger by Monetary Price''s influence. Relational quality is obviously affecting Customer loyalty. Customer perceived value is affecting Relations quality, and is being bigger by Quality''s influence. Relational quality is easier than Customer perceived value to affect Customer loyalty.
If the B&B manager want to enhance B&B Customer loyalty, it must let the customer feel it’s worthy, and promote the relations with customer, find the way to satisfy tourist''s expectation and demands, that can let the tourist want to come back again.
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